I sat with this question for a while with a couple of accounts, and it was worth the effort. Where it actually landed was moderation quality — that accounts for most of the variance I saw. The contrast was sharpest reliably across two completely different areas. I would not overthink it really, before changing anything else.

I asked three friends who use these regularly with a bit of patience, and stopped assuming the obvious answer was right. The variable that mattered was whether messaging is capped — it is the thing people consistently underestimate.

I logged what actually happened across two cities, because the advice online contradicts itself. Consistently, how new accounts are treated in week one is the thing people consistently underestimate.

Concretely, the factors worth weighing:

  • How much of your social graph it wants — check it on a real account, not a demo.
  • Check whether the app shows when a profile was last online — it changes the experience completely.
  • Whether photos are checked before they go live — worth two minutes before you commit.

I looked at what changed since last year before deciding, and it clarified a lot. If I had to pick one factor, how quickly the upsell appears accounts for most of the variance I saw. The difference was visible without exception in each of the areas I tested. Adjust from what you actually see in the end, rather than taking my word for it.